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Smartphone Vendor Market Share

Worldwide smartphone vendors shipped a total of 341.1 million units during the second quarter of 2018 (2Q18), resulting in a 2.1% decline when compared to the 348.2 million units shipped in the second quarter of 2017. The drop marks the third consecutive quarter of year-over-year declines for the global smartphone market and only the fourth quarter of decline in history.

IDC believes this is the result of churn in some highly penetrated markets, although many high growth markets still exist and should return smartphone shipments to overall growth. The arrival of Huawei in the second position marks the first quarter since 2Q10 where Apple has not been the number one or two smartphone company in terms of market share. Huawei delivered shipments of 54.2 million units to move into the second position with a record high market share of 15.9%. Samsung maintained a comfortable lead, although indications from its recent 2Q18 earnings call suggest its mobile division revenues will face challenges moving forward. While Apple move to number three in terms of market share, it continues grab the lead share in revenue with APS’s more than double that of Samsung and Huawei.

Smartphone Vendor Market Share

Quarter 2017Q1 2017Q2 2017Q3 2017Q4 2018Q1 2018Q2
Samsung 23,2% 22,9% 22,1% 18,9% 23,5% 21,0%
Huawei 10,0% 11,0% 10,4% 10,7% 11,8% 15,9%
Apple 14,7% 11,8% 12,4% 19,6% 15,7% 12,1%
Xiaomi 4,3% 6,2% 7,5% 7,1% 8,4% 9,5%
OPPO 7,5% 8,0% 8,1% 6,9% 7,4% 8,6%
Others 40,2% 40,1% 39,6% 36,8% 33,2% 32,9%
TOTAL 100,0% 100,0% 100,0% 100,0% 100,0% 100,0%

Samsung once again remained the leader in the worldwide smartphone market despite a 10.3% decline in shipments from last year. The flagship S9/S9+, which launched late in the first quarter, witnessed slower than normal sales according to Samsung. Samsung claims the slowdown is due to both intensified competition at the high end and an overall sluggish smartphone market. The Korean giant will look to bolster sales in the coming weeks as we await the arrival of the new Galaxy Note 9. The new Note will was unveiled on August 9th and is expected to launch earlier than the Note 8 to gain a foothold ahead of pending fall launches from Apple and others. The device is expected to feature a bigger battery, new S-Pen capabilities, and increased performance.

Huawei surpassed Apple for the first time to move into the second position based on global market share. It continues to lead the China smartphone market with a record-high market share of 27.4% in 2Q18. In the first half of this quarter, Huawei's P20/P20 Pro series found strong demand in the $600-$800 price segment, helping Huawei build a high profile in the market. In the second half, with the release of its "GPU Turbo" technology, Huawei continued to earn a good reputation. 618 promotions led to strong sales for Honor models in the online channels as the Honor brand continues to be a key driver of growth for the Chinese tech giant.

Apple dropped to the third spot for the first time despite its second quarter growth. Apple shipped 41.3 million iPhones, representing modest growth of 0.7% over the 41.0 million units shipped last year. The iPhone continued to perform well at the high end as the iPhone X remains a top seller in many markets. Apple will look to regain control of the market this fall with the expected launch of three next generations of iPhone models. The new models are rumored to bring different screens sizes, price points, increased performance, and new features to the table when they arrive next quarter.

Xiaomi has pulled ahead of Samsung for the number 1 position in India over the past few quarters and has now closed the gap with Samsung in Indonesia as it ramped up its local production to address the increased demand during Ramadhan period, while also expanding its online channel presence and opening up more Mi home stores in the country.

OPPO faced a slowdown in key markets like India and most of Southeast Asia as it eased back on its aggressive marketing and sales activities in the region. Despite this, the company still managed to grow 5.1% over last year as it continued its expansion into other markets such as the Middle East & Africa. The recent launch of the Find X has also garnered Oppo some praise as the innovative, bezel-less and notch-less design has grabbed the attention of many.

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